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W+K, Jeff Bridges Make You Sleepy for Squarespace

Squarespace has teased its ad from W+K featuring actor Jeff Bridges and if the teaser is any indication this may be the strangest ad broadcast during the Super Bowl.

The spot opens with an oddly-framed shot of Bridges as the actor says, “I love listening to intriguing sounds when I drift off into my dreams.” He’s plugging his album Jeff Bridges Sleeping Tapes, as a means of showing how even oddball ideas benefit from the Squarespace treatment. Proceeds from the album, full of “intriguing sounds, noises and other things to help you get a good night’s rest,” go to No Kid Hungry.

“We wanted to create a campaign to illustrate that any idea, no matter how wild or weird, can be presented beautifully and meaningfully through Squarespace,” Anthony Casalena, Squarespace founder and CEO, told Adweek.

Squarespace does not plan to release W+K’s ad prior to the Super Bowl, but you can learn more about Bridges’ sleep album here. According to David Kolbusz, executive creative director at W+K New York, it really works. “[Bridges’] voice is like oak and leather and cigar smoke and the wilderness. I personally have fallen asleep to the recording on more than one occasion,” he said in a statement.